Keter Plans to Speed Up Sales with Celerate Line

Nov. 22, 2021

Keter Tire USA plans to continue its forward momentum by launching a new line, Celerate, which will focus on high-diameter, high-performance sizes.

Manufactured at Keter Tire’s plant in Thailand, the Celerate line will be available in eight distinct trade patterns and will eventually encompass more than 250 SKUS. (The line will initially be available in 140 SKUs when production starts during the middle of the first quarter of 2022.)

Celerate was created “to support the demand for our products,” says Keter Tire CEO Rick Phillips. “We are really fortunate in the way our brand has grown and in how our business has taken off.”

Keter Tire launched its NeoTerra line of passenger, light truck and medium truck tires in April 2021. 

The company is expanding NeoTerra’s size range. 

“NeoTerra is kind of our broad-line and Celerate has a different SKU mix,” says Phillips. “We’re going to come out with more high-end sizes” for Celerate, which will grow to include SUV and CUV fitments. 

Keter Tire - whose United States office is based in Franklin, Tenn. - will start accepting orders for Celerate in February 2022.

Keter Tire currently is “selling through about 20 or so wholesale distributors” that have multiple locations and “are good logistically and can receive containers. We don’t have a domestic warehouse. We’re very lean and efficient. That’s our whole model.

“Our target is to do business with the best distributor in each market - who have the best people, the best systems and who represent our brand well.”

Phillips says Keter has “good coverage” on the West Coast, in the southeastern U.S. and in the Gulf Coast region. “The middle of the country is what we’re working on right now."

About the Author

Mike Manges | Editor

Mike Manges is Modern Tire Dealer’s editor. A 25-year tire industry veteran, he is a three-time International Automotive Media Association award winner and holds a Gold Award from the Association of Automotive Publication Editors. Mike has traveled the world in pursuit of stories that will help independent tire dealers move their businesses forward. Before rejoining MTD in September 2019, he held corporate communications positions at two Fortune 500 companies and served as MTD’s senior editor from 2000 to 2010.